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About

Jeremy with somebody else's dog.

 

Jeremy Peter Green Eche is a branding attorney and the founder of JPG Legal. He is the attorney of record for over 1,500 U.S. trademark registrations. In 2019, JPG Legal was ranked the #16 law firm in the United States by number of federal trademark applications filed. Eche graduated from Northwestern University School of Law on a full scholarship.

 

Eche has been profiled on USA Today, CNBC, CNN Money, NPR's Morning Edition, WIRED, MSNBC, the New York Daily News, HLN, CNN Politics, DCist, Vox.com, CNET, Mic.com, NBC News, Refinery29, the Globe and Mail, and several other news sources. He is best known for owning ClintonKaine.com and hosting his comics there during the 2016 election, before selling the domain.

 

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Eche is based in DUMBO, Brooklyn in New York City. He formerly served as in-house General Counsel for Teamsters Local 922 in Washington, DC. He is married to Stephanie Eche, an artist and creative consultant.

 

You can contact him at info@jpglegal.com.

Confirmed: Amazon Brand Registry Now Accepts Pending Trademark Applications in Most Markets


Illustration by me.

For those who aren’t familiar, Amazon Brand Registry is a program offered to Amazon sellers that gives them access to many enhanced branding tools to help them better connect with potential customers and differentiate themselves from competitors. Perhaps most importantly, it allows Amazon sellers to remove listings that infringe on their trademark rights, including counterfeiters, “listing hijackers,” and sellers in the same industry whose brand names are simply too similar to that of the trademark owner.

Until about two months ago, we used to tell clients that Amazon only accepts sellers with fully registered trademarks for their Brand Registry program. This meant a wait time of 8-12 months before clients could get Amazon US Brand Registry access, because that’s about how long it takes to get a trademark registered in the United States if everything goes smoothly.

April 22, 2021 Update: Amazon has changed the wording on its Brand Registry page since I wrote this blog post, making its requirements more ambiguous. From our own experience, however, almost all of our clients with pending trademark applications are currently being approved for Amazon Brand Registry. For example, we filed a trademark application for a houseplant brand nine days ago and they just got Amazon Brand Registry access today. Strangely, a client that sells children’s books was denied access to Brand Registry last week with their pending application, and they were told to try again when their trademark was fully registered. So apparently there are exceptions.

Our Recent Experiences with Brand Registry

This is no longer the case. Over the past month or so, dozens of our clients have gotten Amazon Brand Registry access within a few weeks of filing their trademark applications. At first, earlier in the year, it seemed like Amazon was just making exceptions for sellers of essential pandemic supplies like masks, hand sanitizer, disposable gloves. But at some point, they opened the gate for everybody else as well, because we’ve seen all kinds of Amazon sellers get instant Brand Registry Access recently.

Recent Updates to Amazon’s Brand Registry Page

Amazon has also updated their Brand Registry page to reflect this change, removing the requirement for a “registered” trademark, implying that pending trademark applications are now acceptable. 

See below the old requirement compared to the current requirement.

Old Brand Registry FAQ answer saying a “registered trademark” is required.
Current requirement detailed on Amazon’s Brand Registry Website saying a “live application” is acceptable.

No initial approval by the USPTO seems to be required now; just the original filing of the application. A US trademark application generally becomes searchable in the USPTO database a few business days after it’s filed. This means Amazon US sellers should be able to get Brand Registry access less than a week after filing a trademark application.

What About Amazon’s IP Accelerator?

Presumably this means Amazon’s IP Accelerator Program, consisting of 11 law firms arbitrarily curated by Amazon, is now obsolete, given that the main benefit of using one of these firms was immediate Brand Registry access for trademark applicants.

Does This Change Only Apply to Amazon US?

Amazon has also updated its requirements for virtually every other country to allow for pending trademark applications, so this change is not specific to the United States.

More country requirements spliced into one image, all of these countries now allowing sellers to use unfinished trademark application for Brand Registry access.

The Dangers of These Loosened Requirements

It’s not clear if Amazon has any method for determining when an application has been rejected or abandoned, let alone a system for identifying fraudulent and frivolous applications. If they don’t, Amazon sellers may be able to file applications for impossible-to-trademark phrases like “foam roller” or “holistic remedy” and immediately start wreaking havoc on their competitors. 

Regardless of these dangers, I’m happy for my clients. Having to wait almost a year or more to gain Brand Registry access when a counterfeiter is currently stealing your brand name or hijacking your product listing must be a very frustrating experience. Having to choose between an affordable, transparently-priced law firm like ours and the expensive, hidden-fee-laden IP Accelerator firms must have been tough for a lot of our potential clients, and I’m glad they no longer have to make that choice.


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2 comments on Confirmed: Amazon Brand Registry Now Accepts Pending Trademark Applications in Most Markets

  1. Hi my name is Veronika Hatumale, i am from Australia. I want to sell on Amazon US, and I need to apply for Amazon Brand Registry. can you pls advice as to how and what sort of paperwork i need to produce? Thank you.

  2. Veronika,

    I’m very sorry for missing this comment from you. We don’t need much if anything as far as documents go. Most of the details we need are facts you likely already know, like what name you want to trademark and what the name of your business entity is. Here’s a relevant FAQ answer: https://jpglegal.com/#Q26

    Jeremy

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